LVMH-owned Loro Piana is retracing the steps of its cashmere from Beijing to Paris with a 37-day automotive race.

Multiple prize winning Italian rally champions, Giorgio Schön and Pierre Tonetti, will put all of their driving experience to test at the sixth edition of the Bejing-Paris automobile race. On board a 1971 Alfa Romeo Giulia Super, this historic car challenge retraces the Loro Piana cashmere route. The duo will have an unusual travel companion: a small saddle bag containing tufts of the 2015 harvest that will be awarded with “The Loro Piana Cashmere of the Year 2016” prize.

Covering over 14,000 km of rugged terrain, the Loro Piana team, equipped with cashmere Storm System® Roadster Pebble Beach Concours d’Elegance® and the iconic Roadster Villa D’Este jackets, will complete this riveting, action packed course in 37 days. They will venture beyond the Great Wall of China through the Gobi Desert and the wilderness of Mongolia, then cross the Siberian steppe, leaving the Ural Mountains behind them. The route will continue through Russia, passing north of Moscow, Belarus, and finally through Poland, Slovakia, Hungary, Slovenia, Italy, Switzerland, eventually ending in France.

The route has a strong symbolic significance for Loro Piana, as it traces the same journey of our cashmere, from its place of origin in China and Mongolia, then across several continents, before it finally arrives in Europe, where the cashmere is transformed into yarns, fabrics, and an array of finished products of indisputable excellence, beauty, and luxury. Kilometer after kilometer the course showcases the culture, history, and experience of our products.

Follow the Loro Piana team live.